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Tourism Marketing Channels in Digital Evolution Era: Online Travel Agencies in Greek Tourism Industry

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Alexios-Patapios Kontis

    (University of the Aegean)

  • Sofoklis Skoultsos

    (University of the Aegean)

  • Dimitris Papayiannis

    (University of West Attica)

Abstract

In 2001 when Cooper and Lewis pointed out that “once the Cinderella of the marketing mix—unglamorous but essential—distribution is now seen as central to many economic sectors”, probably they could not foresee the extent of what followed, especially in the tourism sector. As distribution channels developed from disorganized, loosely knit collections of organizations into highly efficient integrated channels, they changed the existing status of the tourism sector. Current trends of economic, technological, social, and political factors have lead to the sudden emergence and the rapid growth of the e-intermediaries, which introduced many unforeseen challenges for existing tourism businesses and travellers. Despite the anticipation that the Internet would provide many opportunities for the tourism industry, such as an increase in choice that also closes the gap between consumers and suppliers, the reality is totally different. The awareness of new opportunities and threats within the tourism distribution channels is essential for tourism professional in order to remain competitive and successful.

Suggested Citation

  • Alexios-Patapios Kontis & Sofoklis Skoultsos & Dimitris Papayiannis, 2019. "Tourism Marketing Channels in Digital Evolution Era: Online Travel Agencies in Greek Tourism Industry," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 1303-1310, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_149
    DOI: 10.1007/978-3-030-12453-3_149
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